Profile: Liu Yunshan: Down-to-earth journalist joins CPC top leadership (5)

（Xinhua） 08:43, December 26, 2012

In this file photo taken on March 22, 2009, Liu Yunshan (R, front), then a member of the Political Bureau of the Communist Party of China (CPC) Central Committee, also a member of the Secretariat of the CPC Central Committee and head of the Publicity Department of the CPC Central Committee, learns about the operating status of publishers after restructuring during an investigation and research tour at the Shandong Publishing Group. (Xinhua/Zhu Zheng)

He went deep down to the grassroots every year after he assumed posts at the central level, leaving his footprint in every province, autonomous region and municipality over the years.

To him, what he sees and experiences by himself is more convincing than what he is told.
He dislikes official jargons, empty talks or ostentation in media.

"Journalists should always be on the road, go for the scenes and to communities," Liu has said, urging the press to write short and newsworthy stories and express people's voice.

To turn things around, the Publicity Department of the CPC Central Committee launched a nationwide campaign in 2011, encouraging journalists to go to factories, farms, schools and local communities to cover grassroots stories and improve their style of work and writing.